To build anticipation for her New York Fashion Week show and Spring 2014 collection, Rebecca Minkoff has turned to Snapchat.

Minkoff has enlisted the help of social media photo sharing app Snapchat, during New York Fashion Week. She has decided to use Snapchat to debut 5 to 10 looks from her new Spring 2014 collection, before they hit the runway.

We believe the consumer is part of [fashion week], and that their inclusion is going to grow,” says Minkoff. “The consumer has a voice and say in [our] brand, they should get special perks even if they can’t attend the show.”

The photo’s of the new collection will make a Snapchat debut tomorrow afternoon. The images will be sent to Minkoff’s Snapchat followers five minutes before they hit the runway and Snapchat users will be able to view them for 10 seconds. It is a great way for those who cannot attend NYFW to get a glimpse at the new collection.

To preview Rebecca Minkoff‘scollection before it makes it anticipated debut, add Minkoff to Snapchat at Rebeccaminkoff #NYFW. We can’t wait to see what Minkoff has to offer us this season. Luckily for us we’ll be able to see it in a “snap”.